Johnson’s Baby appeals to mothers to let go, when their precious ones out-grow possessions

Johnson’s Baby has returned with the third edition of its ‘Share the language of love’ initiative. The charity campaign was launched on 12 May. The initiative encourages parents to contribute their child’s used items like books, clothes and toys, to underprivileged children, through NGO Goonj.

An ad film conceptualised by BBDO India for the initiative shows a mother and her baby daughter. The little girl is standing in her crib as her mother delights her with a yellow rubber duck, making the girl giggle. The film moves on to show that the duck has become a permanent fixture in the girl’s life through her bath, lunch, nap and play time, or to pacify her when she gets cranky. The film progresses to show the girl having dropped the duck on the floor as she plays but she doesn’t retrieve it, indicating having out-grown her interest in the toy. Her mother, though, picks it up and places it carefully in a box as her daughter watches. The film ends with a super reading ’Johnson’s baby - Share the language of love’ and contact information for contributions.

Ganesh Bangalore, general manager - marketing, Johnson & Johnson, said, “We understand that mothers have strong sentiments attached to their child's belongings and therefore how difficult it can be to let go of the same. However, mothers feel inspired to share even these belongings when provided with a feasible, open and convenient platform for contribution. ‘Share the language of love’ is one such platform that not only helps less fortunate children experience the joys of childhood but also makes the contributor feel motivated and fulfilled. We feel extreme pride in associating with all those who join us to care for one person after another, thereby leading to a positive change in the community.”

Josy Paul, chairman and CCO, BBDO India, added, “Sometimes mothers get so attached to their baby's old things that they tend to store them away, even when there's no need for these articles anymore. How do we get mothers to give these to babies and children who are less fortunate? We observed that while the mother is so attached, the truth is that the baby has moved on. The toy that was once near and dear to the little one is discarded as the baby moves to bigger things. That's the insight with which we approached this TVC. The film is empathetic and shows a young mom going through these emotions and realisation. She finally takes the right step. Along with her child, and the reassurance of the Johnson's Baby brand, the mother gifts the old toy to the 'Share the Language of Love' programme. The integrated campaign is about the mother-baby relationship in the context of sharing, giving and hope.”

Anshu Gupta, founder, Goonj, said, “This campaign is significant in many ways. At a tender age when a child learns the value of whats/he has and also the joy of sharing it with another, it ultimately builds a base for a more empathetic society. At Goonj, we have worked consistently on building a culture of dignified giving, which speaks not just about contributing material but goes deeper into building a more equitable bond between two ends of the society. The success of this campaign speaks of all these elements.”

Contributions can be made by giving a missed call on 1800 267 6767. An on ground activity titled ‘Vote for Love drive’ is being initiated across select cities. The campaign will accept contributions until 31 May.

Credits

Client: Johnson & Johnson

Brand: Johnson’s Baby

Agency: BBDO India

Chief creative officer:  Josy Paul

Executive creative director:  Raj Deepak Das

Associate creative director: Hemant Shringy

Account management: Schelicia Caszo, Janhavi Kharkera

Agency producer: Divyang Pandya

Production house: Flirting Vision

Director (film): Benaifer (Benny) Mallik, Rajiv Rajamani

Producer: Kunal Dhabuwala

Director of photography: Mohanan